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Journal Article Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage Get access Frank R. Kardes, Frank R. Kardes Search for other works by this author on: Oxford Academic PubMed Google Scholar Gurumurthy Kalyanaram, Gurumurthy Kalyanaram Search for other works by this author on: Oxford Academic PubMed Google Scholar Murali Chandrashekaran, Murali Chandrashekaran Search for other works by this author on: Oxford Academic PubMed Google Scholar Ronald J. Dornoff Ronald J. Dornoff Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 20, Issue 1, June 1993, Pages 62–75, https://doi.org/10.1086/209333 Published: 01 June 1993 Article history Received: 01 November 1991 Revision received: 01 October 1992 Published: 01 June 1993
Kardes et al. (Tue,) studied this question.